N2Growth Blog

JANUARY 16, 2011

Have you figured out how to apply the laws of scarcity to brand management? While a brand without exposure is not much of a brand, I consistently find that brand exposure is an aspect of brand management that is all too often overlooked as a success metric. If not, then this post is for you.

Brand 325

Brand Brand Management Blog Media 325

Strategy Driven

AUGUST 11, 2020

If this is your first experience with a start-up, here are some top tips to help you build your brand successfully. Every step of starting a business will require you to do thorough research and to help create a top brand. To do that, assessing the market is where you will need to start. SEO & Other Digital Marketing.

Brand 73

Brand Succession How To Tactics 73

N2Growth Blog

APRIL 20, 2010

Avoid controversy, maintain a high likeability factor, consistently and proactively engage your customers, be a business of character that engenders trust and confidence with your target market(s), produce a quality product or service at a competitive price point, and provide great customer service.

Brand 271

Brand Blog How To Public Relations 271

Strategy Driven

JANUARY 9, 2020

Starting a digital marketing agency is one thing, making it a successful entity is quite another. If you are in Australia then look for the digital marketing Brisbane has to offer. You can introduce yourself and your digital marketing agency with great ease and comfort. Focus on Your Own Branding. The Pricing Factor.

Marketing 13

Marketing Tips Succession Price 13

Strategy Driven

FEBRUARY 15, 2021

Have you ever wondered how celebrities or big brands manage their presence on the internet? Online reputation management helps those with larger public profiles to maintain a good online presence and representation in an age where everyone and anyone can use the internet to give their opinions.

Reputation 86

Reputation Management Brand Content 86

The Practical Leader

JULY 3, 2019

The company featured service in their marketing with convincing and clever branding, they had a customer service department, and they provided extensive service training to frontline staff. Most Brand Management is Misguided and Makes Things Worse. Blame Management for Poor Service. Further Reading.

Ethics 49

Ethics Brand Management Brand Operations 49

Lead on Purpose

JUNE 2, 2012

Instead, product and brand managers are organized into coalitions that serve as a resource one to another. In my experience, there are three major competencies that when developed, create a magnetic leadership style. Once again this is a personal development issue. Authenticity. So how does one become transparent?

Leadership 200

Leadership Apparel Productivity Products 200

Lead Change Blog

DECEMBER 17, 2015

And, it is the dream of every brand manager. The concept of brand in this country started in the west with the branding of cattle. When it came time to drive cows to market, the hot tattoo was a convenient way to identify a particular cow. Cattle shared open grazing range.

Brand 150

Brand Airlines Wilde Tools 150

Harvard Business Review

JUNE 4, 2018

Thoughtfully managed, recommendations can prove far more valuable to marketers than for the customers they ostensibly serve. Recommendation engines not only generate useful data for analyzing customer desires; they can be harnessed to make tactical and strategic recommendations for marketers. Data-Driven Marketing.

Engineering 8

Engineering Marketing Advertising Brand Management 8

Skip Prichard

SEPTEMBER 24, 2019

Over the past 27 years of my career in marketing, brand management and executive search + coaching, I’ve found time and again that organizations have blind-spots when hiring talent. For more information, see Elephants Before Unicorns: Emotionally Intelligent HR Strategies To Save Your Company.

Emotional Intelligence 74

Emotional Intelligence CTO Stress Exit Strategy 74

Harvard Business Review

JULY 30, 2015

A new research report from the Society of Digital Agencies finds that in the past year there has been a dramatic spike in the number of companies who no longer work with outside marketing agencies — 27 percent, up from 13 percent in the previous year. Marketing activities today generate unprecedented amounts of data.

Marketing 8

Marketing Advertising Trends Brand 8

Harvard Business Review

SEPTEMBER 6, 2011

To keep their companies in shape, managers must explain to employees what customers experience and expect. The head of marketing is typically charged with gathering market research on customers and their expectations. 1: The head of marketing brings customer research to life for employees by creating customer personas.

Process 14

Process Marketing Bottom-up Brand Management 14

Harvard Business Review

MAY 10, 2013

The same thing is happening in marketing organizations. Data-rich practices such as econometric modeling, analytics and copy-testing offer brand managers an alluring promise of precision and predictability. When developing an advertising campaign we are often too focused on the question of "What do we need to say?"

Tools 11

Tools Marketing Power Brand 11

Harvard Business Review

JANUARY 23, 2013

There's not a brand manager, health care administrator, CMO or CIO who wouldn't benefit big-time from benchmarking their own operations to this campaign's. I was particularly impressed by how rigorously and relentlessly the analytics teams modeled their "markets," i.e., the voters and electorate. It was that good.

Marketing 9

Marketing Chief Technology Officer Case Study Critical Success Factor 9

Strategy Driven

AUGUST 19, 2011

Jobs was determined to bring the technology to market and anyone who stood in his way would not have a place at Apple. You know it by the unmistakable signs: Attention focuses inward, protecting turfs and egos instead of building market share. Warring camps develop, each seeking supremacy in what has become a political organization.

Marketing 50

Marketing Objective Short-term Discount 50

Harvard Business Review

FEBRUARY 5, 2024

A cultural shift is taking place in developed countries that sees swaths of people becoming disillusioned with the lure of the “good life” available to prior generations. Digital nomadism has been on the rise, but the implications of this trend go far beyond post-pandemic location flexibility and remote work.

Brand 26

Brand Trends Long-term Cost 26

Harvard Business Review

JUNE 6, 2013

firms are powered by "eccentric failed novelists" (presumably from agencies and consulting firms that are gifted at brand positioning and execution) and "visionary founders" (think Steve Jobs) who have created exceptional brands. How can employees be energized to pursue branding a vision they don''t understand?

Brand 8

Brand Globalization Brand Management Long-term 8

Harvard Business Review

JUNE 13, 2014

Other start-ups develop a core technology that has myriad possible uses and they’re not quite sure which will be most appealing, so they plan to just put it out on the market and let customers decide. Approaches like these overlook the importance of brand strategy as the foundation for a successful launch.

Brand 9

Brand Ries Entrepreneur Agility 9

Harvard Business Review

AUGUST 25, 2016

To wit, would any serious brand manager run a marketing campaign today without a capability for incorporating social media analytics? But brand managers need the computational competence of data scientists and analytic tools to get greater value from that data.

RACI 8

RACI Agility Brand Management Decentralization 8

Harvard Business Review

OCTOBER 26, 2017

Lauren, who had several years of professional experience, a background in development, and a degree in business, was out of a job. A year later, Lauren was working as a temp to make ends meet when she applied to what was essentially a marketing assistant job. ” When Lauren went in for the interview, the hiring manager was blunt.

How To 13

How To Long-term Marketing Case Study 13

Harvard Business Review

JANUARY 23, 2012

Lafley on my "Innovation Mount Rushmore" as a reminder of the importance of investing time and energy to understand the target market. It feels like a classic battle — the scientific approach of a company that launches 80 market research studies a day versus the intuitive touch of the iconic innovator of our time.

Audience 15

Audience Entrepreneur Maturity Innovation 15

Harvard Business Review

MAY 31, 2011

The challenge for the Chief Marketing Officer is to create marketing and brand building that is both exceptional and efficient in the face of country, product, and functional silos. Pharmacia had a global team representing regional silos that met to coordinate marketing globally and to coordinate new product planning.

Brand 15

Brand Aaker Objective Team Building 15

Harvard Business Review

MARCH 13, 2018

Employee brand engagement differs from “employer branding” or “employment branding,” terms that refer to an organization’s efforts to enhance its image to attract and retain talented employees. MGM also developed a communications campaign that reached all employees from all angles.

Company 14

Company Brand Report Training 14

Harvard Business Review

OCTOBER 6, 2011

Most of today's markets have all the competition they can handle. Companies looking for significant top-line growth need to find, and then focus their business on, something we have identified in our research as a " big-enough market insight ," or BEMI. This post is part of the HBR Insight Center Growing the Top Line.

Trends 12

Trends Short-term Resistance Marketing 12

HR Digest

JUNE 27, 2021

Hard skills can be an exhaustive list, hence we have pared it down somewhat to include technical and management skills. Brand Management. Supply chain management. Affiliate marketing. Supply chain management has become the most important cog of this big digital eco system. Cloud computing. Video production.

Skills 116

Skills Supply Chain Emotional Intelligence Affiliate Marketing 116

Harvard Business Review

AUGUST 4, 2015

Through trial and error, P&G, like so many other globalizing firms, overcame initial stumbles and became more adept at customizing products to local markets. By the 2000s, they had developed a methodology for a new class of culture-specific line extensions for specific markets, helping drive growth. Recategorize.

Globalization 8

Globalization Company Self-aware Merchandising 8

Harvard Business Review

AUGUST 23, 2018

Truth is, you can have the right portfolio of investments, the right metrics and governance, the right stage-gate development process, and the right talent on the right teams — but if you don’t design the right handoffs between your teams, all of that planning falls apart. But a sickening number of those investments fail.

Project 8

Project Innovation Team Stage-Gate 8

Harvard Business Review

JUNE 16, 2016

In July 2015, Novartis launched its new heart failure drug, Entresto, which Forbes in 2014 predicted would be a blockbuster — with expected sales of $10 billion annually — as the potential market in the US exceeds 5 million people with a heart failure condition. What builds management perspectives? billion sales in India.

Planning 8

Planning Competitive Intelligence Pharmaceuticals Brand 8

Harvard Business Review

AUGUST 23, 2013

After all, it''s hard enough to build a business within one''s home market. Recently, I spoke with the head of marketing at a multi-billion-dollar company which had been global for decades, long before it became trendy. Marketers are empowered by this new world order too, but in a different way — through analytics.

Globalization 8

Globalization Brand Marketing Learning-by-Doing 8

Harvard Business Review

SEPTEMBER 27, 2013

In our experience, they can come either from the experience of an expert in the sector or brand, as was the case in the previous example, or from qualitative research using observation or in-depth interviews. We recently advised a telco client in developing the “jobs to be done” for a range of new products and services. Marketing'

Analysis 8

Analysis Loyalty Customer Loyalty Retail 8

Harvard Business Review

SEPTEMBER 21, 2011

Brands are furiously creating profiles in social networks such as Facebook and Twitter in the hopes of building engaging communities with customers and giving people what the brands think they want. The main activity in this effort is to spur consumers to "like" and "follow" a brand's Facebook and Twitter streams.

Media 16

Media Brand Discount Learning-by-Doing 16

Harvard Business Review

OCTOBER 30, 2012

Ford, for example, reengineered its global product development process to keep all parties, including suppliers, up to date on the status of new products in its pipeline. Brand managers at P&G, for instance, get a constant feed of consumer sentiment from social media. Apple uses Foxconn to make iPads, iPhones, and iPads.

Process 16

Process Strategy Offshoring Information Technology 16

Harvard Business Review

OCTOBER 28, 2015

At a medical device company, a brand manager was examining a chart of daily traffic to his website. For someone responsible for a website’s traffic, the scale and swiftness of the drop should have made him gasp, but the manager nodded knowingly. Their honey pot is the $50-billion-a-year market for digital advertising.

CPM 8

CPM Advertising Marketing Supply Chain 8

Harvard Business Review

MARCH 7, 2012

Developing an integrated communications capability within your organization will give you just that. It will also enhance your reputation and the value of your brand. The What/How/Who Model requires that plans be developed at each of the following levels: The What of your communications requires Category Plans.

Brand 15

Brand Audience Tools Planning 15

Harvard Business Review

JULY 17, 2015

’ the questions must be asked, ‘WHY did we start doing WHAT we’re doing in the first place, and WHAT can we do to bring our cause to life considering all the technologies and market opportunities available today?’” In 1921, two brothers started the company to serve the ham radio market.

Brand 8

Brand Merchandising Retail Real Estate 8

Harvard Business Review

MARCH 10, 2011

More natural, richer forms of communication will demand more of what the smarter brand managers are already doing: letting go. It happens all the time, and they observe, build and iterate to develop even more useful tools that people really want. So business is welcoming this, right? We make platforms.

Brand 15

Brand Video Technology Tools 15

Harvard Business Review

MARCH 1, 2011

When sales once again started to slow in 2002 the campaign idea proved flexible enough to help revive the brand's fortunes once again. Messing with a much loved brand is never easy, but astute brand management involved ardent fans with the relaunch and enlisted another British icon, Paddington Bear, to bring the brand back to growth.

Brand 15

Brand Media Brand Management Globalization 15